The brand on Wednesday (8 July) revealed agency sales volume fell by 4% in the year to the end of March.
Jet2 said customers “are increasingly engaging with us digitally through our mobile app" and claimed its app was "rated second among the top 10 travel apps during June 2026”.
The app's share of Jet2holidays bookings increased by two percentage points to 30% last year, which the airline and operator said reflected “the growing importance of our digital channels in supporting customer engagement and conversion”.
The operator also revealed membership of its MyJet2 programme, designed to encourage bookings through web or app channels, has increased by 45% to 9.3 million over the past year.
It added the viral "Nothing Beats" marketing strategy had broadened its appeal among younger consumers.
Jet2 Chief Executive Steve Heapy said social media was becoming “a bigger part of our marketing strategy”, with nearly 100 billion views of the "Nothing Beats" TikTok meme, which was bizarrely hijacked by the White House last summer.
“The landscape of marketing is changing quite rapidly,” he said, giving the example of social media replacing advertising on traditional TV channels.
“Marketing is all about data; everyone is striving to get one to one marketing. We have a relationship with Adobe to allow us to achieve that goal of one to one marketing so that effectively we have several million marketing channels at the same time with the right content at the right time. We are at the forefront of that change with our technology.”
Jet2 said it would invest further in its database this year and forge new supplier partnerships through digital channels.
Rivals easyJet and Tui are also ramping up direct marketing. EasyJet revealed in its first-half results it will launch a loyalty programme next year and a "flight-plus-hotel" offering ahead of the winter season. This aims to capture city break bookings from the airline booking flow, with sales fulfilled by easyJet holidays.
Tui revealed its global Tui Smiles Rewards Club in May, with perks including member-only rewards, exclusive offers, partner benefits and "Tui-only treats". However, the operator has said clients who book through independent agents will not be automatically enrolled in the scheme.
